Terms & Conditions
the details of the contract accompanying an insertion order.
See iab.net for voluntary guidelines for standard terms
& conditions for Internet advertising for media buys.

Textual ad impressions
the delivery of a text-based advertisement to a browser.
To compensate for slow Internet connections, visitors may
disable "auto load images" in their graphical
browser. When they reach a page that contains an advertisement,
they see a marker and the advertiser's message in text format
in place of the graphical ad. Additionally, if a user has
a text-only browser, only textual ads are delivered and
recorded as textual ad impressions.

Third-party ad server
independent outsourced companies that specialize in managing,
maintaining, serving, tracking, and analyzing the results
of online ad campaigns. They deliver targeted advertising
that can be tailored to consumers' declared or predicted
characteristics or preferences.

302 Redirect
the process of a server sending a browser the location of
a requested ad, rather than sending the ad itself. Ad servers
use 302 redirects to allow them to track activities such
as ad requests or ad clicks.

Throughput
the amount of data transmitted through Internet connectors
in response to a given request.

Token
tracer or tag which is attached by the receiving server
to the address (URL) of a page requested by a user. A token
lasts only through a continuous series of requests by a
user, regardless of the length of the interval between requests.
Tokens can be used to count unique users.

Total ad impressions
the total of all graphical and textual ad impressions delivered,
regardless of the source. See ad impression.

Total unique users
see unique user.

Total visits
total number of browsers accessing a Web site within a specific
time period. Total visits should filter robotic activity,
but can include visits from repeat visitors.

Total visitors
total number of browsers or individuals which have accessed
a site within a specific time period.

Traffic
the number of visits and/or visitors who come to a Web site.

Transfer
the successful response to a page request; also when a browser
receives a complete page of content from a Web server.

Transitional ad
an ad that is displayed between Web pages. In other words,
the user sees an advertisement as he/she navigates between
page ‘a’ and page ‘b.’ Also known as an interstitial.

Transitional pop up
an ad that pops up in a separate ad window between content
pages.

Triggers
a command from the host server that notifies the viewer's
set-top box that interactive content is available at this
point. The viewer is notified about the available interactive
content via an icon or clickable text. Once clicked by using
the remote control, the trigger disappears and more content
or a new interface appears on the TV screen.